Measurement Procedures

Outdoor Advertising
Outdoor advertising circulations are calculated as the number of people aged 5+ with a reasonable opportunity to see an advertising face during a 24-hour day.

Vehicular traffic counts, most often conducted by municipalities and road authorities, are attributed to specific outdoor advertising faces based on COMMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMMB’s Research Committee.

All traffic counts are adjusted using statistically-reliable local variation factors, to represent traffic volume on an average day of the year.

Outdoor circulations account for:

  • The average number of passengers travelling in a vehicle. This data is sourced from Transport Canada’s Canadian Vehicle Use Study and then indexed by COMMB to produce provincial/market figures.
  • Illumination of the advertising face whereby circulations are discounted when faces are not lit 24 hours a day.
  • Pedestrian traffic volume for select advertising faces as determined through in-field count programs. These volumes are adjusted with statistically-reliable local variation factors to represent volume on an average day of the year.

Indoor or Place-Based Advertising
Indoor advertising circulations are calculated as the number of people aged 18+ with a reasonable opportunity to see an advertising face over a 7-day period.

Pedestrian traffic counts, conducted by trained COMMB Auditors or professional research organizations at a representative sample of establishments for each media type, are attributed to indoor advertising faces based on COMMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMMB’s Research Committee.

When indoor advertising is located in contained areas such as change rooms and washrooms, the COMMB-approved methodology allows only for pedestrians entering the contained area as measured through COMMB-approved in-field count programs.

COMMB’s methodology includes the use of statistically-reliable expansion factors to convert raw pedestrian counts to reliable one-week circulations.


Outdoor Digital and Trio Advertising
Circulations are calculated using the same methodologies that apply to Outdoor products as described above – Circulations are based on per face not per advertisement. Average circulations that include outdoor digital and trio products are identified in the COMMB Data Report.


Sheri Metcalfe “In a time when measurement across media can lack transparency, our agency team believes strongly in the peace of mind and accuracy provided by COMMB for out-of-home products. We believe that COMMB members can leverage strong value from their world-class auditing methods.”

Sheri Metcalfe, Senior VP,
Co-Managing Director, Jungle-Media


For a list of members and the specific products measured by COMMB: Approved Products & Networks


COMMB members can learn more about COMMB’s measurement methodologies by taking the COMMB Approved OOH Measurement webinar, which is free of charge.